all the conclusions come after the analysis and research; In the analysis and research, if we can't find out the reasons and solutions, we can't let go. Then the following is the relevant content of the marketing case analysis of WeChat store that I have compiled, hoping to help you.

a marketing case study of wechat store 1

a Jianghu restaurant, with 25 tables, has one and only one waiter, and it is up to customers to "help themselves" to serve and choose dishes. Don't worry about the store, the guest officer grabbed it. 95% of the orders of this physical store came from WeChat, and the monthly revenue in summer exceeded 1.5 million. Someone praised: Boss, you have done a good job in this O2O! The boss stared blankly: What is O2O?

chen xingyu, the boss, was born in 1985. He loved playing games very much and was devastated. His restaurant, which is full of temperament, has gone from tepid two years ago to four branches now, chen xingyu said, all of which are played by WeChat.

"I'm going to open a flagship store in Nan 'an this year." When he said this, chen xingyu exposed the temperament of * * *. "When the time comes, try to use WeChat to place an order and save the cashier."

exotic flowers:

A store with p>25 tables

Five employees don't serve tea and water

Across from Chang 'an Hospital on Jianxin East Road in Jiangbei District, there is a row of food stalls. Among all the stores, a restaurant called "crucian carp with dragons and thorns" is easily overlooked. A row of LED lights in the light box advertisement is broken. Except for two glass doors with advertisements, the aisle for customers to enter and leave is only 1.5 meters. When the reporter went to interview, he went back and forth two times before finding the door. Fortunately, there is a hole in the store. When you enter the door and go upstairs to the corner, the poster with the QR code is eye-catching: scan the code and add WeChat, and all will be 8.8 fold. This shop is strange, with the rooftop on the second floor and the back street on the next floor, so there are 25 tables. Although the facade is small, the business in summer is enviable.

"The main products are stingless crucian carp and griddle. 95% of the orders come from WeChat, and there are 5 employees, 1 of whom are waiters. They don't serve tea and water, but only send and receive menus and clean them by the way." Chen xingyu said that during the peak season, the flow of water can reach 151,111 a month, and it is a little deserted in winter, but from time to time, there are corporate executives who are friends of WeChat.

I found:

It was all on WeChat

When a dish was popular for three months

before it opened, chen xingyu also took the traditional route. Handing out leaflets, doing car advertisements, etc., tossing three or five times, the retirement fee of one million yuan will bottom out. In 2112, chen xingyu guarded this tepid little facade. "Our shop is small and crowded in a bunch of food stalls, which rarely attracts attention." Chen xingyu said that it was not until the beginning of 2113, under the guidance of friends, that he began to use WeChat to do business.

At first, dozens of friends were able to make a "wonderful" dish burn for three months. "In April last year, an old customer suddenly wanted to eat tomato-flavored fried loofah. I just asked the cook to make it out. The customer was quite satisfied and immediately sent it to WeChat. As soon as my friend forwarded it, someone named it the next day to eat' Tomato Fried Loofah * * *:/* *'." Chen xingyu said that this dark dish was popular in restaurants for three months, and it also showed chen xingyu the power of WeChat. "If you are not afraid of a small store, you will be afraid of fewer explosions." Later, Chen Xing Yu let customers scan the code and pay attention to it when entering the store through discounts, thinking hard about how to play with customers every day.

how to play

"There are many food choices, which can bring happiness to diners and will become the first choice." Chen xingyu said, and it depends on highly interactive gameplay. Through playing, his WeChat friends increased from the initial 31 to 41 to thousands in just one year; The turnover ranges from 311 to 411 yuan a day to over 151,111 yuan in the peak season in January ...

Play 1: Play WeChat with a "shop spirit"

Key points: Don't open WeChat official account to write jokes like a person with a private number

When playing WeChat, businesses must have a sustainable "shop spirit", such as Jin Jingmei's buyer show and Bai Ge's blind date show. "My characteristic is that * * * silk loves to play and loves to blow down." Chen xingyu determined the route and sent welfare every day by playing.

"If you want to play with customers, WeChat official account can't. No one will look at it. You have to rely on private numbers, but private numbers also pay attention to personalization." Chen xingyu's first move is to tell stories and write jokes. He is good at using self-mockery to amuse customers. Every day, there are no more than three jokes, and he never plays hard and wide. Sometimes he criticizes a dish as bad as a customer and personalizes his private number.

Play Method 2: Play WeChat with Miba Live

Key points: Give gifts when you hit the top three together

"In addition to crashing, this private number also likes to play games, so solo music is not as good as others." Last summer, chen xingyu invited his WeChat friends to play a mobile game "china strike force" and a plane competition, and announced the results once a week. If he surpassed his top 41, he gave a peanut, and the top three gave free food. As soon as the game was launched, people added friends to chat privately every day: Boss, where am I today?

In addition, every time a new dish comes out in the store, chen xingyu will post the name of the collected dish on WeChat. If the name is chosen, vegetarian dishes can be free in the store for life, while meat dishes can enjoy high discounts. Zhong Yujiao, the customer whose name was selected, won the right to eat a vegetarian dish for life: "I have eaten enough for a summer, but the key is fun!"

Game 3: Play offline with WeChat

Make a menu into an answer sheet. Please make a short answer when ordering

"Everyone calls me Boss * * * on WeChat, and restaurants should also implement the * * * silk route." Chen xingyu said that online and offline, he made the menu into an answer sheet: multiple-choice questions are 12 fixed main dishes, customers only need to tick the dishes, and short-answer questions are side dishes, and customers can mix them at will according to the mobile ingredients provided on the blackboard in the store every day. On the answer sheet, the boss's friendly remarks: fill it in carefully, and pinyin can be used instead.

"Many customer menus will be posted on WeChat." Chen xingyu said that because of relying on WeChat orders, there is almost no need to run a shop. chen xingyu conveniently launched the soul of a physical store, and two rows of crooked calligraphy on the wall-on the rivers and lakes, rough and messy, please feel free, don't mention it, move by yourself, and be well-dressed. In order to encourage this kind of self-service, chen xingyu will send each customer a bottle of cranberry juice, which is equivalent to turning the saved labor cost into a gift.

If you have no culture, be entertaining

Reporter: Many people praise you for doing a good job in O2O. What do you think is the key to the transformation of food and beverage outlets?

chen xingyu: Actually, I don't know what O2O is, and I don't have any culture. I just know that it's fun and everyone should be entertaining. Nowadays, there are many delicious foods, which can really keep customers. It is a fun thing to break the traditional eating habits and make them feel.

reporter: what is the essence of wechat marketing in restaurants?

related wechat catering cases and schemes:

wechat has several characteristics, which doomed the catering industry to be very suitable for wechat marketing.

1. High sharing: eating, drinking and having fun is something that everyone is highly willing to share with fans and friends. Many people have developed this habit: don't eat, I will send a WeChat first; At dinner: take a group photo and send a message to WeChat.

2. extensiveness: catering service is a localized service, which is one of the most basic daily consumption of people. People have a wide demand for practical information about catering. Every day, people ask: Do you have any delicious recommendations?

3. Real-time: The food and beverage information people need is often real-time and practical information, and WeChat spreads the fastest, just meeting the real-time needs.

so how can we use wechat marketing to do a good job in catering business? Faced with this problem, many people may smile and say, "It's very simple. Just apply for a WeChat WeChat official account, then send leaflets around the restaurant, print the QR code of the WeChat public number on the leaflets, and then attract everyone's attention. Finally, send a series of coupons and the latest event planning to users on WeChat. " But is this really enough? Imagine if you were around a strange restaurant, would you pay attention to the micro-signal of this restaurant? It is unlikely. Therefore, it is obviously not feasible to rely on this theoretical approach alone. Moreover, we can also imagine that there are so many catering enterprises in the country, and most of them will adopt WeChat marketing, but why are there not many successful ones? Let's take a look at how catering companies operate WeChat.

1. What is the catering WeChat used for

Based on the feature that WeChat can acquire users around it, the business of merchants and mobile business districts near WeChat is a new direction that WeChat is developing. For users, it adds a convenient function; For merchants, it is another promotion method and marketing opportunity. It is suggested that catering businesses register public accounts first, and apply for certification for marketing after the number of fans reaches 511, because this is more conducive to the construction of business brands, and it is also convenient for businesses to push information and answer consumers' questions. More importantly, it can be used to build a free ordering platform.

2. How to push the content of catering WeChat

First of all, we should separate the promotion from the content and make a public account. The advantage of this is that when users want to use coupons, they won't find them among many push messages, just this one, which is convenient and fast. The account used to push the content alone can be regarded as a dedicated account for the loyal fans of the brand to meet their needs of learning more about the enterprise.

at the same time, it is suggested that merchants make an arrangement table for the information sent in groups every day, and prepare the text materials and picture materials. Generally, the information pushed can be the latest food recommendation, food culture, discounts and other aspects. The classified management of fans can push different information for new and old customers, and it is also convenient to answer questions from new and old customers. This kind of humanized and intimate service will certainly be welcomed by customers. Once customers are triggered to share their dining experience with WeChat, it will further form a word-of-mouth effect, which will greatly enhance the popularity and reputation of business brands.

3. How does catering WeChat let users know that

the storefront is an important place to give full play to the marketing advantages of WeChat. Add a QR code to the menu design and adopt membership or preferential methods to encourage customers who come to the store to use mobile phones to scan. First, you can add accurate fans to public accounts; Secondly, it has also accumulated a large number of actual consumer groups, which is crucial for the smooth development of WeChat marketing in the later period. All promotional materials that can be used by the storefront can be attached with QR codes, and of course, materials such as X-stands, posters and DM leaflets can be independently produced for publicity.

4. Using fun games

WeChat actually provides a new channel for businesses to communicate with users. Different communication forms and contents can achieve different effects, such as interactive games, which can improve users' stickiness. If the game is designed reasonably, it can also trigger users to drive friends around to participate and achieve the effect of word-of-mouth marketing.

5. Take the sign-in discount activity as an example. The common method to attract consumers to participate in WeChat marketing is to attract target consumers to participate in the activity, so as to achieve the expected promotion purpose. To plan a successful activity according to your own situation, the premise lies in whether the merchants are willing to invest some money for it. Of course, catering businesses take advantage of the platform of offline stores to carry out activities, and the cost of advertising consumables and manpower required is not unacceptable. On the contrary, with careful planning and budget, they can completely create an activity with remarkable results at a small cost.

marketing case analysis of wechat store ii

successful case analysis of pomegranate brother

since last October, I started selling pomegranate juice in the IT area around xierqi with a small warehouse and a trolley near the subway. From pushing a cart around for a day, passively waiting for customers to come to the door, until now I have started to do storefront, carry out marketing activities, and even started the so-called O2O road by using mobile internet means such as light application and WeChat. In the past six months, as an individual entrepreneur, I have changed from a code farmer to a pomegranate brother selling juice. In this process, I have learned a lot.

First, the first problem to be solved: how to build trust between merchants and users

As a small individual entrepreneur, it is very important to choose a region at first to make a good start. If "internet thinking" must be applied, it is the product positioning problem in the segmented environment * * * but this is not only a problem that the internet industry should think about; For any product in any industry, the first thing to confirm is the product positioning. Product positioning can be seen from two angles: on the one hand, how to position and stand out from the crowd among many similar products; On the other hand, for entrepreneurial individuals, if similar competing products do not cover all regions, then in which region to promote products, that is, among all the goods in a certain region, choose the positioning. In Beijing, many people sell fruit juice, but few people sell pomegranate juice. In Xi 'erqi, there are basically no people selling juice. Is there any market demand? Look at the effect of my sharing later, and you will know.

to achieve good product sales in a certain area, it is very important to establish users' concern and trust in the merchants. In order to establish an effective relationship chain, I have done the following things.

1. On-the-spot production: two pomegranates and a cup of pure juice, without adulteration, are genuine.

Others call me Brother Pomegranate, but the brand name I gave myself is "Zhenzhen". Not just to sound good, my juice is really pure. Take pomegranate juice as an example. Every small cup of pomegranate juice is squeezed out by three pomegranates without any water, which is different from most juice shops at present. And a small cup of pomegranate juice has just sold for 15 yuan. These operations are all done on the spot in front of all customers. Therefore, customers know the whole process very well and have full trust in the products. If the product is even higher than expected, mutual trust can be established.

2. Additional services: door-to-door, good attitude, and small welfare

At the beginning, my production ability and sales ability were limited, and the core users of juice accounted for a relatively small proportion of the total number of people in this area; At the same time, these core users are basically repeat customers, so it is easy for me to establish a relatively familiar relationship with customers. After establishing such a relationship, I made a small adjustment to the sales model. From the original time when customers went out to find my sales car to buy juice at a fixed time, they changed to the way that customers left messages through the mobile Internet and booked in advance. I delivered juice to a fixed place at a fixed time. This reduces the transaction costs for both my customers and me.

in this link, it is not the best way to rely on traditional communication modes, such as telephone orders. Mobile Internet tools have shown great value.

at the beginning, I tried personal micro-signal communication, which improved the efficiency a lot. I will also promote new products and update delivery information through mass sending of WeChat content. Later, one day, when I bought juice from PM, I mentioned light application. I am a code farmer myself. Last year, I heard about light application, tried it, used a set of small shop templates and made a light application. After the promotion of QR code, a considerable number of users placed orders through light application messages, and I managed them in the background and delivered them.

second, operational ideas: how to create small-scale explosion points and retain users

In fact, through the above scheme, we can attract and retain.